Track, judge, tweak. All campaigns are reliant on analytical systems being in place to calculate progress.
In an increasingly data-centric world, even the creative industries need to incorporate this into the marketing mix to obtain great results.
Investing in analytics will assist you in establishing who your audience is, how they behave and what content they want more of. It will enable you to be fluid with your marketing decisions, changing course or tweaking campaigns as and when required.